Digital Marketing Insights

4 Ways Online Sources can Generate Quality Leads

Your entire web presence should be dedicated to inbound marketing. This is the art and science of turning visitors into customers. No matter what product or service you provide, you’ll likely have a specific audience you’ll want to target.

Often, generating leads isn’t the problem. Instead, the problem is generating quality leads which turn into sales. Here are four ways to generate high-quality leads you can use:

Know Your Customers

The more you know about your customers, the better you’ll be able to communicate with them. This is done by creating a “buyer persona.” A buyer persona is a heavily researched profile of your customers or prospects.

A buyer persona typically includes:

Demographics

Job title or role

Typical reasons to hesitate on a purchase

Goals

The best type of marketing is the kind which speaks the same language as the potential customers. When you know the needs and desires of your customers, you’ll be able to reach them more effectively.

Create Content for Your Buyer Personas

You’ll likely have several different buyer personas, each representing a different type of customer. Now you’ll want to create separate content for each persona. The different content will be specifically tailored to the unique needs and concerns of each persona.

For instance, some of your customers might be small businesses and others might be individuals. Your funnel stream for small businesses could focus on how quickly you can fill large orders, how a project manager will personally handle all the logistics and other features a small business owner might be interested in.

Individuals have different needs. They’ll want to hear about how your product is a great value, how the product can be easily returned and other info which an individual consumer would be concerned with. Understanding which features your different personas respond to can really increase your conversion rates.

Improve the Quality of the Content

The type of content you publish will influence your customers in specific ways. If your content is low-effort and bland, visitors will likely feel uninspired and unenthusiastic after reading it. On the other hand, if your content is detailed, informative and engaging, your customers will respond in a positive way.

Start with a free article or thought piece related to your industry. This should mention your brand only briefly, if at all. Next in the funnel will be a more in-depth type of content such as a white paper, webinar or video. You can continue to enhance the funnel stream with additional content where you mention how your brand a bit more.

Eventually, you’ll want to finish with a high-level piece of content. (see: Tools for the Modern Online Marketing Agency) This will be geared towards readers who are seriously considering a purchase. This piece of content should provide in-depth info on the product or service you provide. Use your “buyer persona” to determine exactly what needs your customers have, and then explain how your product or service addresses those needs.

Increase Communication between Marketing and Sales

The more complicated your company is, the more you’ll need effective communication between your marketing team and your sales team. The sales team should communicate with the marketing team about each lead. Which leads are converted into sales? Where in the sales funnel are leads dropped?

With regular communication, you’ll be able to tweak your content appropriately. This will help the most qualified leads reach the sales team. We recommend putting your marketing team and your sales team together at least once a month to update and review lead scores.

Wrap-Up

There are plenty of SEO strategies you can implement in order to draw people to your site. While a high quantity of viewers is great, you actually want to focus on the quality of those viewers. How many people who visit your site end up entering the sales stream? How many of those users end up purchasing a product? These four tips are an easy way to attract high quality leads which will convert into sales.